Feature adoption program
Mara watches your repo. When you ship something, she's the first to write about it.
Most feature announcements miss the people who'd care because they go to everyone. Mara picks the subset, writes the specific value, and skips the rest of your list.
When it fires
A new feature lands on your default branch. The repo-watcher tick picks it up from README changes, a tagged release, or a feat: commit in the conventional-commit pattern. Mara has the context within hours.
You can also fire this program manually. The dashboard has a "Mara, announce this" button if you want a release email but haven't tagged anything in the repo.
What's in it
One or two emails per feature, depending on its weight. A small enhancement gets one quick send to a tight segment. A bigger ship gets a follow-up a week later for the people who didn't open the first one.
Mara doesn't run a feature-adoption program for every commit. The Opportunity Scout decides whether a change is announce-worthy. Bug fixes, internal refactors, and dependency bumps don't qualify. New surfaces, new capabilities, and changes that unlock something users have asked for do.
How she writes it
The Brand Analyst tells her your voice. The repo tells her the change. Mara reads the PR description if you wrote one, the commit messages, the issue body, and the relevant section of the README diff. Then she names the specific value the change unlocks.
She doesn't invent benefits. If your PR says "fix the table layout on mobile," she writes "we fixed how the table looks on your phone," not "we revolutionized your mobile workflow."
The Cartographer picks the segment. Users who hit the area of the product the feature touches are the first audience. The next ring out is users who hit related areas. Users who don't touch any of that don't get the email.
What gets tested
Subject line variance is high here. Some users open "We shipped X" reliably; others ignore it but open "X is finally a thing." The bandit picks per-segment.
CTA placement matters more than for welcome or activation. Feature-adoption sends are scan-first emails. Most readers don't read the body. The bandit tests whether the CTA at the top, the bottom, or both produces more clicks.
What you control
The full kill switch and approval policy applies. Specific to feature adoption: you can suppress a feature from the announce loop. If you shipped something internal-only, or you want to wait until launch, flag it as "don't announce" in the dashboard and Mara skips it.
Related programs
Feature adoption sits between activation and expansion. A new user might not be ready for a feature-adoption send yet, so the program respects the welcome window. And some feature-adoption announcements naturally lead into expansion prompts when the feature is plan-gated.